When Mike Tyson was in his prime, he was famous for his nigh-unbeatable 6-4 right hook, right uppercut combo.
He’d come at his opponent and throw a right hook into his body, forcing his opponent to bring his arm down to defend and leaving his head exposed. Then, he’d knock him out with the uppercut.
It was a lethally effective strategy that made short work of dozens of his opponents over the years.
The hybrid Facebook ad strategy is your version of the right hook, right uppercut combo.
It allows you to use both mobile and desktop ads, getting the best of both worlds, to run campaigns of lethal effectiveness.
Read on to find out how it works.
The Problem: Wrong Ad, Wrong Time
Today, we have a lot of screens and a lot of different ways to access information. We tend to bounce back and forth between these different platforms as context or our needs dictate.
In the morning, we might check emails on a laptop or a tablet. On our commute, we might play Candy Crush on our phone. At work, we might get some work done on a desktop computer—and we might sneak off to the bathroom with our phones to get some more Candy Crush done. And all of this happens again, in reverse, as we leave work and come back home.
The Facebook user journey is a never-ending loop—there is no “task,” and it’s never finished. Users simply move on and off different platforms. The hybrid Facebook ad strategy is about taking advantage of the omnichannel nature of the user experience and using it to maximize conversions.
From zero to conversion
All the way back in 1966, Eugene Schwartz laid out the 5 phases a consumer goes through before they buy a product:
- Completely Unaware: The consumer doesn’t even know that they have a problem, though they have their own ideas and preferences
- Problem-Aware: The consumer is aware that they have some kind of problem, but they’re not aware there are solutions
- Solution-Aware: The consumer is aware that there are solutions to their problem out there, but they don’t know about yours
- Product-Aware: The consumer knows that you sell a product that matches their problem, but they’re not convinced that it will completely solve it or be right for them
- Most Aware: The consumer knows they have a problem, they know solutions exist, and they know your product is a solution—now, they just need to be “closed.”
The key to hacking Schwartz’s spectrum with Facebook ads is recognizing that you can make people move towards Most Aware faster on mobile in some stages and faster on desktop in others.
A given user may go from being Completely Unaware to becoming Solution Aware on mobile to becoming Most Aware and finally converting on desktop. It’s a tactic that’s highly effective, underused, and a powerful way to get cheap conversions quickly.
First, Target On Mobile For Awareness
Mobile ads are the right hook of the hybrid Facebook ads strategy. They’re how you set people up, engage them, and acquire an audience to retarget later on in the desktop targeting portion of the strategy.
The goal of this phase is to build awareness. Awareness is how you get people to eventually buy from you. And it’s easier, on mobile, to build awareness with your potential customers than it is to get them to actually convert.
Part of this is simply how we use our phones. Daniel Kruger of the University of Michigan Institute for Social Research did a study and found that 62% of people waiting (for things like buses or coffees) used their smartphones to pass the time.
People who are “waiting,” whether they’re waiting for their morning commute to end or their morning coffee to arrive, are trying to fill an empty space in their day. There are all kinds of interruptions and distractions that can disrupt a session—witness the fact that bounce rates on mobile are 40% higher, across the web, than they are on desktop.
And yet engagement, when it’s there, is high. Video-watching on mobile is especially popular. Facebook estimates that about 75% of all mobile traffic will be video by 2020.
On mobile, video ads—the kind that draw people in while telling them something about who you are—are particularly effective for increasing awareness of your product.
Selling and converting can be quite tricky. You can’t show off as many of your products or create as great of a deal, partially because you’re simply limited by the screen real estate available and partially because people are easily distracted on mobile.
That’s why you should focus on the top of funnel on mobile. You don’t want to be shooting for conversions, and then lose people in the funnel due to that high bounce rate. You’ll handle that part later.
Then, Use Retargeting On Desktop For Sales
Use Facebook retargeting on desktop to close the deal. This is the uppercut of the hybrid Facebook marketing strategy.
There comes a time when your prospect is actually ready to buy. The nurturing stops. And the closing begins. — Joanna Wiebe
The key to mobile awareness targeting is that you’re getting cheap clicks. You shouldn’t be optimizing for actions taken on your site here—you should be looking to get your ad in front of as many people in your target market as possible. Those people who click have then done two things:
- They’ve given some indication that they’re interested in your brand
- They’ve put themselves in a custom audience that you can now retarget
As the people that clicked on your mobile ad travel to work, or back home, and open up their laptops or desktops, they should see a slightly different kind of ad from you—one designed to leverage the awareness they’ve created into sales.
You shouldn’t be trying to tell people your story or convince them they have a problem or even explain that you’re the solution to the problem. You should be taking those people that clicked on your mobile ads and giving them precisely what they need to get through the last mile and actually buy: like a discount code:
By this point in the funnel, UrbanStems is sure you know who they are and what they do—that’s why the goal of this multi-product carousel ad is to expose as many potential buying opportunities to the customer as possible.
That’s in contrast to an ad like this one from Pistol Lake:
The Shop Now CTA is fine, but doesn’t necessarily have the desired effect if the person it’s reaching isn’t yet aware of what they’re going to see on the other side. And why no product-specific CTAs or pictures? On desktop, with the wide amount of real estate that you get compared to mobile, it makes sense to expand and show people the different kinds of products you have.
Yet so many marketers get reticent here. Even at the virtual point of sale (what Facebook can be nowadays) with people that are ready to buy, too many advertisements are still trying to educate, to tell a story, to enchant. As Joanna Wiebe writes:
There comes a time when your prospect is actually ready to buy. The nurturing stops. And the closing begins.
Don’t Just Run One Facebook Ad
The thing you really want to avoid in your Facebook advertising, above all else, is half-measures.
Don’t run an awareness-style campaign that’s mostly about branding yourself and telling your story only on desktop and include a conversion-focused CTA.
Similarly, don’t run a conversion campaign that’s all about trying to get people to actually go to your store and buy something only on mobile.
Instead, use the strong points of each platform to your advantage. Make your mobile campaign all about awareness. Get clicks. Then retarget all of those potential customers on desktop with discount codes and other offers designed to get them over the hump and convert.